There’s nothing quite worse than hitting the bottle of a ketchup bottle when you need it the most. 

Heinz Kegchup literalizes beer keg aesthetics for sports fandom through a three-liter metallic red barrel. Made especially for this year’s Super Bowl, Heinz wanted gameday fans to have plenty of ketchup on hand in case they ran out and encountered an empty bottle.

The design maintains Heinz’s label architecture but scales it to new, absurd heights.